Mar 10, 2011 at 06:37 PM
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Kia, Natiowide Partner With USA's Fairly Legal

USA Network today announced the first two major partnerships for its newest original series FAIRLY LEGAL: the 2011 Kia Optima and Nationwide Insurance. The announcement was made today by Chris McCumber, USA's executive vice president, marketing, digital and brand strategy.

Our new USA series presents a fresh sponsorship opportunity for our long-time partners, Kia Motors and Nationwide Insurance," said McCumber. "We used the iconic setting of San Francisco to showcase the Optima's features and the lead character's personality to bring Nationwide's 'On Your Side' messaging to the forefront.

Kia's partnership with the new show features two scripted vignettes that debut in the second half of season one. The segments featuring the Kia Optima being driven by characters of the show, and certain scenes will highlight specific features and attributes of the Optima, including push button start, panoramic sunroof, bluetooth and turbo, which assists with hill climbs.

"As we continue our largest vehicle launch in company history, the opportunity to feature the Optima in the FAIRLY LEGAL character vignette series gives fans the chance to learn about the Optima in an entertaining and engaging way," said Michael Sprague, vice president, marketing & communications, Kia Motors America. "We are excited to harness the energy and variety Leo (Baron Vaughn) projects into the show vignettes presented by the Kia Optima. This spirit is what drives Kia to produce eye-catching vehicles like the Optima, and this same energy is what viewers will experience as Baron tours San Francisco in style."

Nationwide, meanwhile, will be closely aligned with the show's main character, Kate Reed (Shahi). The insurance firm will receive a custom clip-based vignette that explores Reed's mediation style and character traits.

"Nationwide is pleased to partner with USA in a way that we hope will reach fans of FAIRLY LEGAL in a meaningful way," said Jennifer Hanley, senior vice president of marketing for Nationwide. "In the show, Kate Reed works proactively to find solutions for her clients. The character is a great personification of what it means to be 'On Your Side.' It's a reflection of how Nationwide works on behalf of our customers to find insurance and financial service solutions that are right for them."